Country RepTrak Reputation Index 2015
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The World’s View on Countries: An Online Study of the Reputation of 55 Countries, We enable to see and make business decisions that build and protect reputation capital and drive competitive advantage and involve in developing our beloved country to have a positive reputable images.
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Country RepTrak Reputation Index 2015
- 1. Country RepTrak® 2015 Country RepTrak® The World’s Most Reputable Countries July 2015 RepTrak® is a registered trademark of Reputation Institute. Copyright © 2015 Reputation Institute. All rights reserved. The World’s View on Countries: An Online Study of the Reputation of 55 Countries
- 2. Country RepTrak®About Reputation Institute Reputation Institute is the world’s leading reputation-based research advisory firm, founded by Dr. Charles Fombrun and Dr. Cees van Riel in 1997. Reputation Institute’s RepTrak® Research is the worlds largest and highest quality normative reputation benchmark database. • 7 Dimensions of Reputation • 10 Years of Data Indexed • 40 Countries Measured • 15 Stakeholder Groups • 3,000 Companies per Year • 6M Responses per Year Our most prominent management tool is the RepTrak® model for analyzing the reputations of companies and institutions – best known via the Forbes-published Global RepTrak® 100, the world’s largest study of corporate reputations. We enable leaders to make business decisions that build and protect reputation capital and drive competitive advantage Knowledge AdviceResearch Insight Strategy Activation Publication Conferences Training Information Analysis Presentation The world leader in Reputation Management research c
- 3. Country RepTrak® • Country RepTrak® methodology • The most reputed countries • Why is a country’s reputation important? Agenda
- 4. Country RepTrak® 4 Emotional Reputation Rational Reputation The Country RepTrak® Model
- 5. Country RepTrak® 5 The Reputation Economy Supportive Behaviours Value Creation Perceptions Direct Experiences Country Actions & Communications 3rd-party Influence Stereotypes
- 6. Country RepTrak® 6 2015 Country RepTrak® Study Overview • Stakeholder Group (Target): General public balanced to the country population on age and gender, and was also controlled for region • Country Selection: Largest economies by GDP • Data Collection Method : CAWI (online interviews) • Data Collection Period: From February to March 2015 • Sample: Over 48,000 consumers from G8 countries
- 7. Country RepTrak® • Country RepTrak® methodology • The most reputed countries in 2015 • Why is a country’s reputation important? Agenda
- 8. Country RepTrak® 1 Canada +1 11 Ireland +2 2 Norway +4 12 Austria -1 3 Sweden = 13 UK +2 4 Switzerland -3 14 Italy +2 5 Australia = 15 Germany -5 6 Finland -2 16 Japan -2 7 New Zealand +1 17 Spain +1 8 Denmark -1 18 Portugal +1 9 Netherlands = 19 France -2 10 Belgium +2 20 Singapore = 78.1 77.1 76.6 76.4 76.3 75.1 75.0 74.5 73.7 72.3 72.0 71.2 69.5 69.4 69.0 69.0 67.8 64.4 64.4 61.1 Country RepTrak® 2015 – Top 20
- 9. Country RepTrak® 9 1 2 3 4 5 6 7 8 9 10 *Based on World Bank, IMF, WTO, UNCTAD & UNWTO data. USA China Japan Germany France Brazil UK Italy India Russia GDPPopulation TourismFDI China France Brazil Germany China India UK China USAUSA China Indonesia Spain Japan USA Brazil TurkeyFrance Australia USA Pakistan Italy Bangladesh Germany Singapore Russia Russia Italy UK South Korea Russia Japan Russia Canada Nigeria Netherlands UK Exports Spain Mexico Thailand Largest and most powerful countries are not necessarily the ones with the best reputations
- 10. Country RepTrak® 10 World Happiness Report 2015 (SDSN- United Nations) … but the happiest ones do have better reputations
- 11. Country RepTrak® 11 Global Peace Index 2015 (Institute for Economics & Peace) and the ones that are peaceful…
- 12. Country RepTrak® 12 Corruption Perceptions Index 2015 (Transparency International) … and also the ones with less corruption
- 13. Country RepTrak® 13 2015 Country RepTrak® Scoring scale 0-100. A difference among scores of ±1.4 points is significant at a 95% level of confidence.. Canada Norway Sweden Switzerland Australia Finland NewZealand Denmark theNetherlands Belgium Ireland Austria theUnitedKingdom Italy Germany Japan Spain Portugal France Singapore Thailand UnitedStatesofAmerica Poland CzechRepublic Taiwan Brazil Peru Greece Argentina Chile Philippines Malaysia India UAE(incl.AbuDhabi&Dubai) Indonesia SouthKorea Mexico Venezuela Turkey SouthAfrica Egypt Israel Qatar Romania Colombia China Ukraine SaudiArabia Algeria Kazakhstan Nigeria Russia Pakistan Iran Iraq 78.1 77.1 76.6 76.4 76.3 75.1 75.0 74.5 73.7 72.3 72.0 71.2 69.5 69.4 69.0 69.0 67.8 64.4 64.4 61.1 57.7 57.0 56.8 56.5 56.2 56.1 55.6 55.5 55.3 54.8 54.5 54.0 52.7 51.9 51.5 50.8 50.1 50.0 49.8 49.7 48.6 47.0 46.6 43.9 43.1 42.5 41.4 41.0 40.2 39.9 36.3 35.1 31.5 29.8 22.5 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 Global mean (56.3)
- 14. Country RepTrak® 14 Evolution 2014-2015 Evolution of Country RepTrak® in the last year Iran +10.8% Egypt +11.6% China +7.9% India +7.4% Taiwan +7.4% Indonesia +7.1% Philippines +7.3% South Korea +6.5% Spain +6.1% Portugal +6.1% Greece +6.1% Belgium +5.5% Ireland +5.2% Italy +5.4% Colombia +5.6%
- 15. Country RepTrak® 15 Evolution 2014-2015 Evolution of Country RepTrak® in the last year Qatar -7.4% South Africa -3.2% Russia -3.2% Ukraine -2.8% Brazil -2.4%
- 16. Country RepTrak® 16 1 2 3 4 5 6 7 8 9 10 Canada Sweden Switzerland Australia Norway New Zealand Denmark Netherlands Austria Finland 2014 2013 2012 2011 2010 Canada Canada Australia AustraliaAustralia Australia Sweden Sweden Sweden CanadaCanada Switzerland Switzerland Switzerland Switzerland Norway Norway Norway Finland Sweden New Zealand New Zealand Finland Finland FinlandNorway Austria Austria AustriaNew Zealand Denmark DenmarkDenmark Netherlands Netherlands NetherlandsNetherlands Denmark BelgiumGermany Canada Norway Sweden Switzerland Australia Finland New Zealand Denmark Netherlands Belgium 2015 Country RepTrak® Top 10 by Year
- 17. Country RepTrak® 17 Asia: On the rise Asian countries have improved their reputations on average 3.9% (+1.7 Pulse points), although they are still weak (except for Japan) +3.9% Iran (+10.8%), China (+7.9%) and India (+7.4%) are the most improved
- 18. Country RepTrak® 18 Scoring scale 0-100. A difference among scores of ±1.4 points is significant at a 95% level of confidence.. China: Powerful economy, but weak reputation Score of the attributes Weightoftheattributes Safe place Responsible Ethic Orogressive policies Effective government Operates efficiently Environment for business Friendly Beautiful Lifestyle Enjoyable Quality P&S Culture Workforce Well-know n brands Education Technology 4,0 4,5 5,0 5,5 6,0 6,5 7,0 7,5 8,0 -20 -15 -10 -5 0 5 Appealing Environment Effective Government Advanced Economy Progressive policies Country scores (differences from total average)
- 19. Country RepTrak® 19 Scoring scale 0-100. A difference among scores of ±1.4 points is significant at a 95% level of confidence.. Japan: The strongest reputation in Asia Score of the attributes Weightoftheattributes Safe place Responsible Ethic Orogressive policies Effective government Operates efficiently Environment for business Friendly Beautiful Lifestyle Enjoyable Quality P&SCulture Workforce Well-know n brands Education Technology 4,0 4,5 5,0 5,5 6,0 6,5 7,0 7,5 8,0 -5 0 5 10 15 20 25 30 Appealing Environment Effective Government Advanced Economy Progressive policies Country scores (differences from total average)
- 20. Country RepTrak® 20 Latin America: Positive trend Latin American countries continue to improve their reputations, except for Brazil (-2.4%). Colombia’s reputation improves as its economic indicators grow. The peace process seems to have had a very positive effect. Latin American countries have improved their reputations on average 3.1% in the last year. +3.1%
- 21. Country RepTrak® 21 Scoring scale 0-100. A difference among scores of ±1.4 points is significant at a 95% level of confidence.. Colombia: Reputation takes off 2010 2011 2012 2013 2014 2015 50 40 30 Colombia improves its reputation +20.4% since 2010, helped by the economy (PIB increases 4.2% year over year on average for the same period) and the peace process turnaround in 2012. +7.3 since 2010 (+20.4%) Peace process started
- 22. Country RepTrak® 22 Greece’s reputation fell dramatically with its economic crises and default (it was the country in the study that fell the most in 2012), but since then there is a positive trend (+6.1%) Europe: Polarized In the context of economic crisis and constraint policies, Germany’s and France’s reputation fell slightly (-1.3% and 0.8% respectively). Northern European countries are in the top ten list while Spain (+6.1%), Portugal (6.1%), Italy (+5.4%) and Ireland (+5.2%) have improved their reputations after some economic indicators started to improve.
- 23. Country RepTrak® 23 Relevance 1 4 6 2 12 3 15 11 13 8 5 10 16 14 17 9 7 6.0 5.4 4.4 3.8 3.6 3.3 2.8 1.1 -1.5 -1.9 -2.0 -3.2 -3.8 -4.1 -5.0 -5.7 -5.9 Italy: Standout country for its lifestyle, culture and well-known brands Scoring scale 0-100. A difference among scores of ±1.4 points is significant at a 95% level of confidence.. Friendly & welcoming people Appealing lifestyle Enjoyable country Beautiful country Contributor to global culture Safe environment Well-known brands High quality products & services Well-educated & reliable people Progressive social & economic policies Responsible participant in the global community Operates efficiently Values education Favorable environment for business Technologically advanced Effective government Ethical country
- 24. Country RepTrak® 24 Russia: Worsening… Ukraine’s reputation is also affected (-2.8%) Crimea annexation and the Ukrainian crisis are costing Russia its reputation, worsening its downward trend (-3.2%)
- 25. Country RepTrak® 25 France Germany the United Kingdom Italy United States of America Canada Japan Spain Australia Mexico China Argentina Brazil Chile Colombia India South Korea Peru -60% -40% -20% 0% 20% 40% 60% -100% -80% -60% -40% -20% 0% 20% 40% 60% 80% 100% DifferencebetweenreputationscoreinthecountryandG8average Difference betweencountry's reputation score and G8 average Positive equivalence Mutual affinity Mutual rejection Negative equivalence Affinity quadrant Russia: Unrequited reputation Positive affinity Negative affinity Scoring scale 0-100. A difference among scores of ±1.4 points is significant at a 95% level of confidence..
- 26. Country RepTrak® 26 The USA’s reputation continues the positive trend under the Obama administration, though it seems to have stabilized. Overall, the USA has seen an improvement of 9.6 Pulse points since 2008. +9.6 since 2008 (+20.2%) USA: Quantifying the ‘Obama Effect’ 40 50 60 2008 2009 2010 2011 2012 2013 2014 2015 Scoring scale 0-100. A difference among scores of ±1.4 points is significant at a 95% level of confidence..
- 27. Country RepTrak® 27 Global mean (68.3) 2015 Country RepTrak® - Internal Reputation (Self-Image) Scoring scale 0-100. A difference among scores of ±1.4 points is significant at a 95% level of confidence.. Australia Canada Russia India Germany UnitedStatesofAmerica Japan theUnitedKingdom Peru China France 90.1 84.3 82.3 81.7 79.4 76.8 76.6 76.1 74.6 73.8 71.8 1 2 3 4 5 6 7 8 9 10 11 Turkey Chile Spain Colombia Mexico Argentina SouthKorea Italy Brazil SouthAfrica 66.5 64.7 63.1 59.5 59.1 57.4 54.5 53.5 49.4 38.7 13 14 15 16 17 18 19 20 21 22
- 28. Country RepTrak® 28 Gap between Internal and External Reputation Countries with a major gap between internal (self-image) and external perceptions Countries most critical of themselves Countries least critical of themselves Scoring scale 0-100. A difference among scores of ±1.4 points is significant at a 95% level of confidence.. Russia China India UnitedStatesofAmerica Peru Turkey Colombia 47.2 31.3 29.1 19.8 19.0 16.8 16.4 Australia Germany Chile Mexico Japan France theUnitedKingdom Canada SouthKorea Argentina Spain Brazil SouthAfrica Italy 13.8 10.4 9.8 9.0 7.7 7.5 6.6 6.2 3.7 2.1 -4.8 -6.7 -11.0 -15.9
- 29. Country RepTrak® 29 50 60 70 80 2009 2010 2011 2012 2013 2014 2015 Externa Interna 12.5 2.3 4.1 2.8 7.3 10.9 4.8 External Internal Gap between Internal and External Reputation for Spain by Year GAP Scoring scale 0-100. A difference among scores of ±1.4 points is significant at a 95% level of confidence..
- 30. Country RepTrak® 30 Key Factors in Reputation: Dimension Weights 36.9% 36.1%27.1% Adj R2 = 0.694 N = 86,798 37.2% 35.4%27.4% Weights 2014
- 31. Country RepTrak® 31 1 2 3 4 5 6 7 8 9 10 Japan Germany Switzerland Sweden Canada Netherlands Norway Denmark United States Finland Advanced Economy Effective Government Australia Sweden Canada Switzerland Norway New Zealand Finland Denmark Netherlands Canada Australia Norway Switzerland Sweden Italy New Zealand Finland Netherlands Ireland Appealing Environment Country RepTrak® Top 10 by Dimension Germany
- 32. Country RepTrak® 32 Advanced Economy 27.1% Friendly & welcoming people Beautiful country Appealing lifestyle Enjoyable country Safe environment Responsible participant in the global community Ethical country Progressive social & economic policies Effective government Operates efficiently Favorable environment for business High quality products & services Contributor to global culture Well-educated & reliable people Well-known brands Values education Technologically advanced Appealing Environment 36.1% Effective Government 36.9% 6.9 6.5 6.4 5.9 5.9 5.6 5.2 7.6 7.0 6.6 6.4 5.5 5.5 5.3 4.8 4.7 4.2 Adj R2 = 0.701 N = 50,847
- 33. Country RepTrak® Argentina Australia Austria Belgium Brazil Canada Chile China Colombia Denmark Egypt Finland France Germany Greece India Iran Iraq Ireland Israel Italy Japan Mexico New Zealand Nigeria Norway Pakistan Peru Portugal Russia Saudi Arabia Singapore South Africa South Korea Spain Sweden Switzerland Taiwan Thailand Netherlands United Kingdom Venezuela Turkey United Arab Emirates United States of America Algeria Kazakhstan Malaysia Qatar Culture Lifestyle Technology Safety EfficientFriendly Education Ethical Beautiful Enjoyable Business Government Progressive policies Responsible P&S Brands Countries reputation mapping
- 34. Country RepTrak® Emotional Halo (emotional/rational gap) – Top 10 / Bottom 10 Emotional Halo (Pulse-Index) Emotional Halo (Pulse-Index) 1 Spain 2 Australia 3 Brazil 4 New Zealand 5 Portugal 6 Philippines 7 Ireland 8 Peru 9 Mexico 10 Finland 1 United States of America 2 Russia 3 China 4 Saudi Arabia 5 Qatar 6 Colombia 7 Germany 8 South Korea 9 Iran 10 Japan 64,0 +3,8 72,8 +3,5 52,6 +3,5 71,7 +3,3 61,3 +3,1 51,6 +2,9 69,5 +2,5 53,4 +2,3 47,8 +2,2 73,1 +1,9 64,9 -7,9 42,5 -7,4 48,1 -5,6 46,0 -5,0 51,4 -4,8 47,5 -4,5 73,2 -4,2 54,9 -4,1 33,7 -3,9 72,7 -3,8
- 35. Country RepTrak® • Country RepTrak® methodology • The most reputed countries • Why is a country’s reputation important? Agenda
- 36. Country RepTrak® 36 International tourist arrivals increased by 4.4% in 2014 to reach 1.135 billion Growth is expected to continue in 2015 by 3 to 4% Source: UNWTO World Tourism Barometer 2014 Today’s World Context: International Tourism
- 37. Country RepTrak® 37 Global foreign direct investment (FDI) inflows reached US$ 1.2 trillion and is projected to reach US$ 1.4 trillion in 2015 Source: United Nations Conference on Trade and Development (UNCTAD) Today’s World Context: International FDI in 2014
- 38. Country RepTrak® 38 Today’s World Context: International Trade 3.4% for global GDP Sources: WTO Secretariat and IMF International trade in 2014 is forecasted to grow by 2.8% and
- 39. Country RepTrak® 39 Why Is Country Reputation Important? As in the case of companies, countries also have their own reputation and that has an impact on their performance. Countries with a good reputation welcome more tourists Countries with a good reputation attract FDI Countries with a good reputation attract foreign knowledge & talent Countries with a good reputation increase exports Countries with a good reputation improve their public diplomacy
- 40. Country RepTrak® 40 Live 0.78 Buy 0.77 Work 0.77 Invest 0.75 Visit 0.74 Study 0.76 Attend/organize events 0.74 Value Creation: Reputation & Declared Intentions
- 41. Country RepTrak® 41 Key Drivers for Influencing Stakeholder Behaviors Key Drivers Beautiful country Enjoyable country Friendly & welcoming people Key Drivers Appealing lifestyle Safe environment Ethical country Key Drivers Favorable environment for business Well-known brands Technologically advanced VISIT INVEST LIVE BUY Key Drivers High quality products & services Well-known brands Friendly & welcoming people
- 42. Country RepTrak® 42 Key Drivers for Influencing Stakeholder Behaviors Key Drivers Enjoyable country Beautiful country Safe environment ATTEND/ORGANIZE EVENTS WORK STUDY Key Drivers Safe environment Contributor to global culture Well-known brands Key Drivers Safe environment Favorable environment for business Appealing lifestyle
- 43. Country RepTrak® 43 Switzerland Germany Sweden Japan Canada Norway Italy Finland the Netherlands Denmark 76.2 74.2 73.8 73.4 73.0 72.9 71.8 71.2 70.7 70.4 1 2 3 4 5 6 7 8 9 10 Canada Australia Switzerland New Zealand Norway Sweden Denmark the Netherlands Finland Italy 75.4 72.6 72.4 71.2 70.5 69.9 68.9 68.8 68.4 67.7 1 2 3 4 5 6 7 8 9 10 Switzerland Canada Sweden Germany Norway Australia Japan Denmark the Netherlands Finland 72.1 71.0 69.0 68.6 68.4 67.5 67.4 66.3 66.0 65.4 1 2 3 4 5 6 7 8 9 10 Canada Italy Australia Norway Switzerland New Zealand Sweden the Netherlands Spain Ireland 81.8 80.8 80.6 79.7 79.1 78.0 78.0 78.0 77.2 77.0 1 2 3 4 5 6 7 8 9 10 Visit Invest Live Supportive Behaviours towards Top 10 Countries Buy
- 44. Country RepTrak® 44 Switzerland Canada Australia Norway Sweden Finland New Zealand the Netherlands Denmark Italy 73.9 73.8 73.7 72.7 72.4 71.9 70.9 69.7 69.6 69.2 1 2 3 4 5 6 7 8 9 10 Canada Switzerland Australia Sweden Norway the United Kingdom Denmark Finland Germany the Netherlands 76.2 73.8 72.8 72.4 72.4 72.2 70.5 70.4 70.3 70.1 1 2 3 4 5 6 7 8 9 10 Canada Switzerland Australia Norway Sweden New Zealand Denmark the Netherlands Germany Finland 75.9 74.3 72.8 72.0 70.9 70.1 69.5 69.4 69.4 68.5 1 2 3 4 5 6 7 8 9 10 Work Study Attend/Organize events Supportive Behaviours towards Top 10 Countries
- 45. Country RepTrak® 45 Intention to VisitCountry Reputation Tourism ($) 0.7 0.6 *Based on World Bank data Country Reputation & Tourism According to the analysis carried out by Reputation Institute, there is a demonstrated correlation between the a country’s reputation and the income it receives from tourism. *Pearson correlation
- 46. Country RepTrak® Conclusions 1 • Country reputations can be measured in a similar way to those of people or companies. • A country’s overall reputation is an emotional perception constructed through direct experience, own communication, third parties’ perspectives and generally accepted stereotypes. • The overall emotional perception can be explained through different attributes and dimensions. Three main dimensions explain a country’s reputation: • Quality of life (appealing environment). • Quality of its institutions (effective government). • Level of development (advanced economy). • Countries with a strong reputation are positively perceived in all three dimensions. • Canada is perceived as the top country in quality of life. • Sweden is perceived as the top country in terms of the quality of its institutions. • Japan is perceived as the country with a higher level of development. • Reputation has a strong impact on the supportive behaviours of stakeholders that improve a country’s economy: tourist arrivals, foreign direct investment, exports, etc.
- 47. Country RepTrak® Conclusions 2 • Canada takes first place in the ranking, recovering the leadership it had between 2011 and 2013. • Canada, Norway, Switzerland, Sweden and Australia are the best perceived countries among the population of the most relevant economies of the world. • Latin American countries still maintain a growth path (average +3.1%), headed by Colombia. On the other hand, Brazil’s reputation fell (-2.4%) as a consequence of institutional and economic crisis. • Asian countries keep improving their reputations, led by Iran (10.8%), although still at very low levels. India and China have relevant increases in 2015 (+7.4% and +7.9%, respectively). • European countries are changing trends: Germany’s reputation starts to erode (-1.3%), while Spain (+6.1%), Portugal (6.1%), Italy (+5.4%) and Ireland (+5.2%) improved their reputations after their economic indicators started to improve. • Russia’s reputation shows a negative trend, damaged by the Ukrainian crisis and Crimea’s annexation. • USA’s reputation seems to have stabilized after the positive trend under the Obama administration, improving 9.6 Pulse points since 2008.
- 48. Country RepTrak® 48 How to Help a Place Manage its Reputation There are three basic elements: Perceptions tracking Analysis of economic implications Action plans
- 49. Country RepTrak® 49 Action Planning: Tactical Actions PERCEPTION Bad Good Good REALITY Communication is required to capitalize on good reality and overcome poor perceptions Change is required to alter ’reality’ and minimize reputational risk Bad
- 50. Country RepTrak® The report and recording from this webinar can be found on Reputation Institute’s website: http://www.reputationinstitute.com/research/Country-RepTrak Visit our website: www.reputationinstitute.com Find us on Twitter: @Reputation_Inst RepTrak® is a registered trademark of Reputation Institute. Copyright © 2015 Reputation Institute. All rights reserved.